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CURRICULUM

Curriculum

The WVU IMC program currently offers more than 30 online courses and is always evolving to meet the needs of our dynamic industry. Students gain practical and experiential knowledge of every aspect of IMC from advertising to social media to PR to creative strategy and beyond. At the center of the curriculum are the core courses, which provide students with a common base of information. The core is enhanced by a wide variety of electives that allow students to focus on specialized areas of interest. Explore our example degree tracks based on areas of interest. 

If you have questions about our program or the curriculum we encourage you to complete one of our free online information sessions, email Melanie Pitschke at Melanie.Pitschke@mail.wvu.edu or call (304) 293-5685.

Find out more about our two graduate-level tracks within the WVU IMC program:

Master of Science in Integrated Marketing Communications (IMC)
Graduate Certificate in Integrated Marketing Communications (IMC)

What We Offer

DYNAMIC CURRICULUM.

The field of integrated marketing communications is vibrant and ever-changing. Consequently, we view the IMC curriculum as an evolving set of learning opportunities that should reflect the most current research, the latest industry innovations and the best practices in the field. Our faculty members are always searching for new ideas from the conceptual, empirical and practical areas of IMC, the fruits of which are incorporated in their teaching and into the curriculum.

CRITICAL THINKING.

In the IMC program, we ask that our students accept ambiguity in their coursework, just as they must in their professional lives. We aim to provide our students with the skills they need to ask the right questions as well as the ability to research and identify effective solutions. We also encourage them to analyze ideas and reflect on information from multiple perspectives, which we believe enhances both problem-solving skills and creativity.

THEORY + PRACTICE.

While having a thorough understanding of current IMC tools and technologies is inarguably important, students must also be aware of the theories underlying them. In our view, a carefully-balanced blend of academic concepts and practical skills ensures that students are provided with optimal conditions for acquiring expertise in all of the many building blocks of IMC.

COLLABORATIVE LEARNING.

IMC is by its very nature highly interdisciplinary, and this fact is represented by the makeup of the students and faculty in our program. Due to the richness and diversity of the IMC community, each participant—instructor and student, young and old, male and female—has endless opportunities to learn from one another. To this end, the IMCfaculty strives to create an open online environment in which students can gain knowledge through discussion, peer review and team projects.

CREATIVITY.

Creativity is perhaps one of the most under-utilized components of the learning process. Thus, in the IMC program, an emphasis is placed on creative thinking as an important aspect of writing, discussion and presentation. In writing, it plays a significant role in paraphrasing, fine-tuning ideas and avoiding plagiarism. In coursework and classroom discussion, thinking creatively allows students to take risks and more fully express their ideas and opinions.